Photo-sharing powerhouse Instagram has added embedding photos and videos on other sites, a sign it wants more of its content shared around the web.

Seeing embedded Instagram photos and videos on news sites and blogs means will give the service more visibility, and this gives more chances for talented creators to spotlight their work. The move also helps Instagram better match up to Vine — Twitter’s video-sharing service — which already let you embed clips around the web.

To embed a photo or video, just go to it inside a desktop web browser and click the “share” button on the right-hand side. When you click that, an embed code pops up that can be copied and pasted on to another site.

In a blog post announcing the addition, Instagram emphasized that all photos and videos shared on the service belong to the user. The service writes:

As always, you own your photos and videos, and we want to make sure that’s understood no matter where your content appears. Whether you want to embed your video on your blog or a friend wants to feature your photo on a website, everyone will clearly see that your content belongs to you. Your embedded photo or video appears with your Instagram username, and clicking on the Instagram logo will take people to your page on Instagram.com where they can discover more of your photos and videos.